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Elixir

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Submitted By ankitmodani
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Elixir 2011
Sustainable Success to futuristic approach
MR. HARISH BIJOOR: Marketing Approach
Sustainability is a movement. Sustainable marketing is all about needs, desires and wants. Marketing is all about practice. It is a communication between you and your customers. Consumer is a morph. There is an impact of recession on the market. Be like the consumer and plan accordingly. Marketers don’t know their customers any more. Brand managers are depending on intermediaries for information, they are focusing on branding and advertising. In such they are building walls between themselves and target segments. Some of the theories suggested by Mr. Harish Bijoor are as follows 1. Get off the script:
According to him modern retail store does not occupy less then 5.5% of market it is the Kirana stores that accommodate around 92%. So sustainable marketing is all about focusing in unorganized sector. Let the product speak and not the marketing.
Eg: Pizza Hut (Keep the smile going), Jet Flight 2. Trysumers:
It means a new consumer. Such consumers try everything before they buy. 3. Demand generation has taken a back seat:
“Why buy when you can borrow”. – Proscmer Movement. People nowadays have started considering installments (emi) as an option to try a product and if it suits the consumer needs it will buy. So marketers have to create a demand in order to sustain with the competition. 4. Marketing the sublime and the ridiculous:
Marketing hype is distributing real consumer. Brands with fake advertising are not accepted by customers anymore.
Eg: Honest shirt, Toothpaste with oxygen.
Consumers are trusting advertising less and are going by experiences of others. Don’t be stupid as a marketer.
“When you are swimming against the consumer you are not with the consumer”. 5. Never forget RURAL:
Rural population accounts for more than 60% of population

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